Loom Brand Redesign

A full brand refresh that empowers you to bring your life to work

Year
2021

Services
Art direction, logo design, photo and video deveolopment, brand guidelines

Introduction

As the initial brand hire on Loom, I played a pivotal role in the development of a few of the brand pillars in an 8-month rebrand process in 2020. There wasn’t a set brand for Loom previously, so we got to start from scratch.

Throughout remote brand-jams, the early process focused heavily on breaking up the two elements that make up a loom: the canvas or screen and the cam bubble.

“First, we have a rectangle. The Block made by your screen – a canvas for your thoughts. Then there’s the Bubble: a circle framing your face - a window to your unique perspective. There's a powerful and simple assumption in the relationship of these two shapes: that a person’s work is best understood in light of the person who made it. This belief permeates the Loom experience, and it is at the center of our values, character, and our brand.” - Brooks Chambers, Brand Strategist

Early brand explorations explored the space between the bubble and the block and the magic that was created when they intersected. It became the building blocks of the brand redesign.

“Loom is an earnest advocate and a determined guide for our users. We’ve seen a future where they’re more appreciated, more empowered, and more connected to each other.”

Brand development

The identity includes a logo icon that translates into smaller applications. There is a separate logomark and wordmark. The final identity is meant to be simple and modern. The icon was developed for use in task bars, mobile app icons and on the web. I helped develop the final logo concept, spacing and placement. I worked with Judson Collier on developing the brand guidelines and systems to be used by the company.

Photo and video style

People are what set Loom apart from other products. It’s at the core of what we do. We have a unified, expressive approach to photography and video. We approached photo and video with three ideas in mind: show optimism, be familiar and embrace curiosity

Our users are building an exciting future. The background spaces should be inviting and expressions should be warm. People don’t exist in a blank studio with a color seamless, we want people to see themselves in our environments. An authentic expression of self that is more sweatpants on couch than than on-stage formal.

Our users discover more when they show and tell. Curiosity should weave its way through still life, customer portraits and video expressions.

How we show this:

If we were being realistic, we’d just have everybody at home in their sweatpants. While the process of crafting this photo and video work during a pandemic let us be a little more buttoned down, we still wanted the video to look aspirational. We separated that into work-from-home aspirational and workplace aspirational to make sure that people could see themselves in the marketing.

Back to projects →